Press Release Distribution: Should You Be Sending To Social Media?

Should you send press releases to social media
Press release distribution can be a double edged sword. On the one hand, you want to get your word out to as many people as possible. Yet on the other, the quality of your audience is essential for success. In other words, just because it’s important to you doesn’t mean it’s important to me – unless I’ve indicated that this topic is something in which I’m interested.

Add to that dilemma the social media channels. Opinions abound about whether using press release distribution services to send out your release to the correctly targeted audience is all you need. PRWeb does give you the option of tweeting your press release links but should you stop there?

Here are some things to consider:

  • Your Social Media Audience – You’ve got a healthy-sized group of fans and followers via your Facebook, Twitter and LinkedIn accounts, so should you post your release on those social sites?It depends. If your Facebook audience is more interested in your newest in-store offer or product introduction and you’re announcing a new Vice President of Facilities, chances are those two are not a match made in heaven.Bottom line – If you don’t think your social audience really cares about this news, chances are you’re right. Save your press release distribution for the journalists and followers who do.
  • Your Engagement Factor – We here at PRWeb are firm believers that the best content is made even better when you include the engagement factor. After all, that’s at the heart of social media.So if you believe your audience will appreciate your press release, don’t just stick it out there on your social pages and hope that your message will get noticed or appreciated. Give audiences a reason to engage – ask for feedback, offer more information, or include multi-media elements to captivate us.
  • Your Share Factor – Social media is also about sharing and spreading. You’ll notice that PRWeb’s press release distribution includes sharing buttons to numerous social sites, including Facebook, Twitter, LinkedIn and Google Plus. If you’re going to directly place your press release on your social pages, give people a reason to share it.It’s always important to incorporate news we can use in any press release. It’s twice as important to do so on your social pages, you’ll have more success convincing people to pass on your relevant content.
  • Your Presentation – A traditional press release doesn’t typically pack the creative punch that social media audiences crave.Your information may be relevant, your topic interesting, but if you don’t present it in a way that fits the nature of your social friends, chances are it will languish on your page. It may also cause your audiences to be wary of your content because they don’t think you really know what they want to see.It may be as simple as a humorous hook, a more informal tone or a killer headline that motivates your audience to keep reading. Remember, you are competing against cute pet photos and vacation updates, let your style reflect the other content competing for your audience’s attention.

If you’re convinced that social media is beneficial for your press release distribution efforts, consider a service that offers a variety of social sharing options. PRWeb, for example, has new capabilities that allow users to promote their own social media feeds in the release template, as well as help users synchronize release distribution with their own social media account.

If you’re still not sure whether your press release distribution should include your social channels, consider creating a blog post, status update or tweet with a creative call to action inviting audiences to learn more by clicking on a link to your release. And at the very least, you should be repurposing your press release information into as many distribution channels as possible, such as your next blog series or LinkedIn discussions.

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